Paid search managers frequently struggle to identify meaningful trends when split-testing ads. To address this problem, digital marketing agency Leverage Marketing has launched RightWord, a lexical analysis tool that helps businesses improve their pay-per-click (PPC) ad copy.
RightWord quickly analyzes thousands of ad tests. It assigns a score to every individual word in the ad copy based on those words’ performance across ads. Leverage’s paid search team then analyzes this data to identify the language that is universally working or not working. They also identify the language that works well in certain situations. Leverage’s clients use this information to improve their ad copy and increase conversions.
The paid search team at Leverage Marketing developed RightWord after identifying an unfulfilled need for an advanced ad analysis tool. “We knew we could help clients gain a competitive edge if we had a more complete way of testing ads, but there simply wasn’t any tool available that could accomplish what we needed,” said paid search analyst Michael Holeman. “So we built our own. RightWord allows us to test all of a client’s ads against each other and actually see, down to the single word, what made some ads outperform other ads.”
Director of Paid Search Thiagarajan Sivasubramanian added that Leverage built RightWord “to bring speed and efficiency to testing and to uncover situational and universal truths [about language usage in ads].” By testing thousands of ads at once rather than split-testing two ads at a time and rejecting the lower-performing variant, Leverage’s analysts can identify bigger language trends across an account. From there, the analysts can develop a blueprint for what should be tested next in the account without wasting time and duplicating efforts.
RightWord is only available through Leverage Marketing. Interested parties can contact the Leverage team for a customized quote.
About Leverage Marketing
Leverage Marketing is an Austin, Texas-based digital marketing firm specializing in SEO, PPC, Content Marketing, Social Media Marketing, and Web Design. With over 17 years in the industry, Leverage has delivered over 10 million online leads to its clients and currently manages over $12 million in online advertising. Leverage has earned a Google Premier Partner certification and is a Marin Certified Agency.
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